Summary
The Listing Marketing Engine is the Artemis Team's complete paid and organic marketing SOP for listings. It defines two proven ad formulas (Chris Kelly for residential, Mitch Cain for land/auction), spend tiers by price point, and a 6-phase campaign lifecycle from BURST through ARCHIVE. March 2026 benchmarks show Chris Kelly formula producing 18-32% CTR at $0.02-$0.04 CPC -- roughly 10-15x industry average.
Ad Formulas
Chris Kelly Formula (DEFAULT -- All Residential)
- Emoji as FIRST character -- stops the scroll before the brain reads.
- Urgency headline under 10 words.
- City name always included -- locals self-select.
- Clean photo, minimal text overlay.
- Traffic objective always. Never Awareness.
- Facebook Feed and Instagram always run as separate adsets.
- Published post (not dark post) -- social proof accumulates on the page.
Proven results: 18-32% CTR, $0.02-$0.04 CPC.
Mitch Cain Formula (Land/Auction Only)
- Lead with the property, not the event.
- Specific acreage + location FIRST (never open with "AUCTION").
- Relevant emojis: tractor, deer, turkey.
Proven results: 15-17% CTR on specific property ads vs. 2.8% CTR on generic "AUCTION" posts.
Fix that worked: Old: "AUCTION, AUCTION, AUCTION" -- New: "716 Acres -- Southern IL | LIVE AUCTION [DATE]"
What Never Works
- Awareness objective on any listing.
- Instagram-only campaigns.
- Curaytor Piggy Back campaigns.
- Facebook Messenger objective.
- Generic "AUCTION" copy without property details.
- Dark posts (engagement does not accumulate).
Spend Tiers (Auto-Apply by Listing Price)
| Price Range | Budget | Duration |
|---|---|---|
| Under $200K | $50 burst | 3 days (~$17/day) |
| $200K-$350K | $100 burst | 3 days (~$33/day) |
| $350K-$500K | $150-200 | 3-5 days (~$40-50/day) |
| $500K+ | $200-300 | 5-7 days (~$40-50/day) |
| Investment/Multifamily | $200+ | 7 days sustained ($30/day) |
| Land (Mitch) | Smaller daily | Longer sustained run |
Campaign Phase Logic
| Phase | Days | Action |
|---|---|---|
| BURST | 1-3 | $50-100/day, Facebook Feed, Traffic objective |
| SUSTAIN | 4-7 | $10-20/day, algorithm found its audience |
| RETARGET | 8-30 | $1-5/day, post engagers custom audience |
| STALE | 21+ no contract | Switch to Engagement objective, $5/day |
| PAUSE | Under contract | Pause immediately |
| ARCHIVE | Sold | Archive |
Rule: ARTEMIS page = Day 1 ad spend, always. Brand equity accumulates there. Every listing ad builds page social proof for seller pitches and recruiting.
March 2026 Performance Benchmarks
Chris Kelly Account
| Campaign | CTR | CPC | Notes |
|---|---|---|---|
| COMING SOON | 32.7% | $0.02 | Top performer |
| COMING SOON IN EDWARDSVILLE | 22.0% | $0.03 | Strong |
| LOW PRICE. HIGH UPSIDE. | 27.6% | $0.02 | Underfunded -- needs more budget |
| Back on Buyers' Radar | 18.3% | $0.04 | Solid |
$169 total spend produced 4,023 conversions. Industry average CTR: 1-2%.
Mitch Cain Account
| Campaign | CTR | CPC | Notes |
|---|---|---|---|
| 716 acres Southern IL (v2) | 17.7% | $0.11 | Winner |
| 716 acres (v1) | 15.0% | $0.15 | Winner |
| AUCTION plain text | 2.8% | $0.32 | Underperforming |
| AUCTION with emojis | 5.5% | $0.24 | Better but weak |
Artemis Account Baseline
- Lifetime spend: $21,532
- CTR: 13.4%
- CPC: $0.087
- Conversions: 49,393
Standard Listing Package (One Pass)
Required inputs: address + price, beds/baths/one key feature, agent name + ad account, listing status, photos (yes/no), budget (or auto-apply).
Outputs per listing:
- Facebook Ad variant (emoji + status + city, Traffic objective, Facebook Feed)
- Instagram Ad variant (separate adset, vertical/square crop, shorter copy)
- 4 organic social copy variants (spam prevention across 20 agent pages)
- Neighbor letter (adapted to Fred's voice)
- Google Search variant (pending Pipeboard connection)
Voice
All content follows Fred's four-beat structure: Problem -- Conventional Failure -- Your Method -- Proof. Short punchy sentences. Data-forward. Diagnostic openings. Strategic ALL CAPS (one word per paragraph max). Parenthetical asides. Education-first CTAs.
Per-Agent Ad Accounts (March 2026)
Major distribution change — listing ad spend no longer runs through Fred's core page.
How It Works Now
- Each agent gets an individual ad account inside the Artemis Enterprise portfolio, named "Your Name Artemis Ads."
- Meta limits creation to 3 new accounts per day — rollout is phased.
- Agent setup required: Reply to Fred with your Facebook email, accept the Meta Business Suite invite, add your payment method.
Distribution Model
- Listing ads now distribute to the listing agent + high-performer agents near the listing.
- Each agent gets a different caption with their own contact info — personalized ads, not one-size-fits-all.
- All traffic is paid. All audiences are pixel-tagged for retargeting.
Scale
- 15+ ads per listing across multiple agent accounts.
- Every ad builds social proof on the individual agent's page AND generates pixel data for the Artemis retargeting pool.